Title | BITCHES NEAR ME TAKEOVER |
Brand | KARMA ANIMAL FOUNDATION |
Product / Service | KARMA ANIMAL FOUNDATION |
Category | D03. Use of Real-time Data |
Entrant | DENTSU WEBCHUTNEY Gurgaon, INDIA |
Idea Creation | DENTSU WEBCHUTNEY Gurgaon, INDIA |
Media Placement | DENTSU WEBCHUTNEY Gurgaon, INDIA |
Production | DENTSU WEBCHUTNEY Gurgaon, INDIA |
Name | Company | Position |
---|---|---|
Sudesh Samaria | Dentsu Webchutney | Chief Creative Officer |
Gurbaksh Singh | Dentsu Webchutney | Chief Creative Technologist |
Vishal Sagar | Dentsu Webchutney | Creative Director |
Hemant Kumar | Dentsu Webchutney | Interactive Lead |
Rabindra Nath | Dentsu Webchutney | Art Director |
The work is relevant for Direct because it made people take action using a trending topic.
On 26th November 2018, a glitch in Google Search India was discovered. Searching for ‘Bitches Near Me’ returned a list of female hostels and PGs. The word spread on social media and soon media started talking too. The internet was enraged. Social media furious. We knew that this was going to be big.
We created a search campaign by hijacking ‘Bitches Near Me.’ The campaign was conceptualized and deployed within a few hours. The ads followed a quirky and witty tone to catch users off guard. It showed the Bitches and Dogs near the users that were up for adoption. As predicted, search results climbed as more and more people got to know about the glitch. Bad news for the search engine, but great news for us as our campaign reached more and more people.
Strategy was simple. We used the trending topic to drive the agenda of our brand. As searches on Bitches Near Me, picked we used the same term to direct people to dogs that are up for adoption near them.
We created a search campaign by hijacking ‘Bitches Near Me.’ The campaign was conceptualized and deployed within a few hours. The ads followed a quirky and witty tone to catch users off guard. It showed the Bitches and Dogs near the users that were up for adoption.
11 dog lovers adopted bitches near them. 11 dogs found a new home.